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CRM connection is what turns event data into attribution. Without it, you see who attended. With it, you see which attendees became meetings, opportunities, and closed deals. heyBTW supports three CRMs: HubSpot, Salesforce, and Attio.

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One CRM at a time

You can connect several event sources at once (Luma, Splash, and Zuddl together), but only one CRM can be connected to a workspace at a time. To switch CRMs, disconnect the current one first. heyBTW will tell you when a switch is required. For example, if HubSpot is connected and you start connecting Attio, you will see a notice that connecting Attio replaces the HubSpot integration and that you need to disconnect HubSpot first.

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What CRM sync does

Across every supported CRM, the contract is the same:
  • Reads deal stages. heyBTW reads your opportunities and their stages, amounts, and close dates to compute attribution. This is how event attendance connects to pipeline and revenue.
  • Syncs contacts. Enriched attendee contacts can be written back to your CRM. You control what flows back, and enrichment is additive: it fills in missing fields rather than overwriting data you already have.
You connect, manage, and disconnect any integration from the Integrations area in the left sidebar.

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Prefer not to connect your CRM? Join through MCP

You do not have to connect your CRM directly to heyBTW to get attribution. There are two ways to bring event intelligence and pipeline together:
  • Connect your CRM directly (the rest of this page). heyBTW reads your deal stages and returns attribution with pipeline values built in.
  • Join through MCP, with no direct access. Keep your CRM data exactly where it is. heyBTW exposes your event attendance and relationship intelligence through its MCP Server. Your AI agent combines that with your CRM’s own MCP server, for example Salesforce or HubSpot, and does the join itself.
In the MCP path, heyBTW never connects to or receives your CRM data. heyBTW provides the relationship and event-attendance layer, your CRM keeps the pipeline data, and the agent cross-references the two to produce attribution that neither system could generate alone. This is the model security-conscious teams reach for when they would rather not grant a vendor CRM access.

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When to connect

You don’t need a CRM connected on day one. Import events and add partners first. Connect your CRM when you’re ready for attribution.

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HubSpot

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Connecting HubSpot

  1. Open Integrations and find HubSpot.
  2. Click Connect and authorize the OAuth connection.
  3. You’ll see Connected status once complete.
No custom dev required. The native HubSpot app handles everything.

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What heyBTW writes

heyBTW syncs contacts to HubSpot. Event attendees are created or matched as contacts, and enriched fields (company, title, LinkedIn, seniority, and company size) update on sync. If MQL is enabled, heyBTW also updates the hs_lead_status (Lead Status) field on contacts that qualify based on event engagement.

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What heyBTW reads

heyBTW reads, but does not modify:
  • Companies for account matching.
  • Deals for pipeline attribution (stage, amount, close date, associated contacts).
  • Meetings for tracking post-event engagement.
Lifecycle stage is read from HubSpot and never overwritten.

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Salesforce

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Connecting Salesforce

  1. Open Integrations and find Salesforce.
  2. Install the heyBTW managed package.
  3. Authorize the connection.
Salesforce requires admin permissions for the initial package installation. Standard user permissions are fine for ongoing sync.

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Read-only

The Salesforce integration is read-only. The managed package reads:
  • Contacts and Leads for matching event attendees to CRM records.
  • Accounts for account-level matching and attribution.
  • Opportunities for event attribution, including stage, amount, and close date.
  • Events/Meetings for tracking post-event engagement.
Your Salesforce instance stays untouched.

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Attio

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Connecting Attio

  1. Open Integrations and find Attio.
  2. Click Connect with Attio. You’ll be redirected to Attio to authorize heyBTW.
  3. Approve access, and you’ll return to heyBTW with Connected status.
If another CRM is already connected, disconnect it first. Attio cannot be connected alongside another CRM.

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What heyBTW reads and writes

  • Reads deals for event attribution (stage, value, close date, and associated people).
  • Writes enriched People records, including custom attributes, back into Attio.
Matching uses email as the primary key, the same as the other CRMs.

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More integrations

Need a CRM or platform that isn’t listed? heyBTW adds integrations at customer request. Reach out and we’ll talk through your stack.

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Troubleshooting

  • Contacts not matching. Matching uses email as the primary key. Make sure your event platform captures emails that match your CRM records.
  • Deals or opportunities not appearing in attribution. Attribution requires that contacts are associated with deals or opportunities in your CRM. If a deal has no contact associations, heyBTW can’t link it to an event attendee.
  • Can’t connect a second CRM. Only one CRM connects at a time. Disconnect the current CRM before connecting a new one.
  • Duplicate concerns (HubSpot). heyBTW deduplicates against existing records. If an attendee already exists in HubSpot, it matches the existing record rather than creating a new one.